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l content copyright © 5one 2001 – 2011. All rights reserved. Confidential. Unilever: Shield Targeted Coupon January CashBack ClubCard Mailing Post-Campaign Report March 2011
All content copyright © 5one 2001 – 2011. All rights reserved. Confidential.
Unilever: Shield Targeted Coupon
January CashBack ClubCard MailingPost-Campaign Report
March 2011
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
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All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Introduction• 100,000 ClubCard shoppers targeted utilising 5one’s targeting
tool• Campaign period: 20 January – 3 March 2011• Both Current and New shoppers targeted:
• 25,420 Current shoppers • 74,540 New shoppers
• Reward level constructed tested:• Get R3 off Sheild Friends Forever Teen Aerosol
• Control group of look alike shoppers measured over the campaign period
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All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
The Mailing
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All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
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Targeted Coupon: Redemption
Redemption: shoppers who bought featured product at the same time as handing in the coupon
How many mailants shopped the promoted products?
• Overall redemption rate is good 1.05% (above 1% is ‘good’ for Current shoppers, 0.5% ‘good’ for New shoppers)
Coupon Mailed Redeemed Red. Rate
Current: R3 off 25,420 483 1.9%
New: R3 off 74,540 571 0.8%
TOTAL 99,960 1,054 1.05%
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Targeted Coupon: Response
Response: shoppers who bought featured product regardless of whether they handed in the coupon A more accurate metric for campaign success as the coupon acts as both a discount and marketing message.
• Overall response rate is good: 3.9% (above 2% is ‘good’ for Current shoppers, above 1% for New shoppers)
• Both response rates for current and new shoppers excellent
Coupon Mailed Redeemed Red. Rate Responded Resp. Rate
Current: R3 off 25,420 483 1.9% 2,047 8%
New: R3 off 74,540 571 0.8% 1,813 2.4%
TOTAL 99,960 1,054 2.7% 3,860 3.9%
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
8
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 99
Incremental Shoppers
Coupon Mailed Resp. Rate Responded Control Resp.
RateIncremental
Shoppers%
Incremental
Current: R3 off 8% 2,047 5.9% 551 27%
New: R3 off 2.4% 1,813 1% 1,073 59%
TOTAL 3.9% 3,860 1.4% 1,624 42%
• Overall the mailed group shopped at a higher rate than the control group resulting in 1,624 incremental shoppers
Incremental analysis shows how total mailed responders would have shopped had they not received the mailing – essential in understanding actual effect of the campaign.How many shoppers were incremental?
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 1010
Incremental Sales
How many more sales were achieved?
• Total mailed sales of R57k achieved, with 42% sales being incremental
Coupon Total Mailed Sales
IncrementalSales
% Incremental
Incremental / Responder
Current: R3 off R 31,448 R 8,437 27% R 4.12
New: R3 off R 25,808 R 15,923 59% R 8.78
TOTAL R 57,256 R 24,361 42% R 6.31
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Incremental Units
How many more units were purchased?
• Overall 44% of units were incremental
Coupon Total Mailed Units
Incremental Units
% Incremental
Current: R3 off 2,670 746 28%
New: R3 off 2,193 1,365 62%
TOTAL 4,863 2,111 44%
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
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All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 1313
Immediate Return On Investment
What was the immediate ROI of the targeted coupon based on Incremental sales?
Coupon Total Mailed Sales
IncrementalSales
Production Costs
Gross Profit ROI
Current: R3 off R 31,448 R 8,437 R 2,543 R 5,894 232%
New: R3 off R 25,808 R 15,923 R 7,457 R 8,466 114%
TOTAL R 57,256 R 24,361 R 10,000 R 14,361 144%
• Overall ROI is 144%
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential.
Contents
• Introduction• Coupon Redemption & Response• Incremental Analysis• Immediate ROI• Conclusions & Recommendations
14
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 15
Campaign Summary
• Overall campaign generated the following response:• Redemption rate: 2,7% (1,054 shoppers)• Response rate: 3.9% (3,860 shoppers)
• Successful at driving incremental behaviour:• Shoppers: 1,624 (42%)• Units: 2,111 (43%)• Sales: R 24,361 (43%)
• Overall ROI is 144%
All content copyright © 5one 2001 - 2011. All rights reserved. Confidential. 16
1. Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands
2. Test broader offer for new shoppers (less niched / fewer constraints)
3. In-depth analysis of what the Shield shopper looks like, how they shop across the range and what competitor products they are purchasing into
Recommendations
All content copyright © 5one 2001 – 2011. All rights reserved. Confidential.
Thank-youNikki Emerton
083 686 9076
